5.
95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in
the era of mass media.

6.
95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in
the era of mass media.
95. We have better tools, more new ideas, no
rules to slow us down.

14.
Public Relations
The communication management function through
which organizations build and maintain mutually
beneﬁcial relationships with the publics on
whom the organization’s success or failure depends.

18.
Social Media
Social media describes the online technologies and
practices that people use to share content,
opinions, insights, experiences, perspectives,
and media itself.

19.
Social Media
Social media describes the online technologies and
practices that people use to share content,
opinions, insights, experiences, perspectives,
and media itself.
Source: Wikipedia, October 2007

22.
Social Media
Social media are primarily Internet- and mobile-based tools for
sharing and discussing information among human beings.
The term most often refers to activities that integrate
technology, telecommunications and social
interaction, and the construction of words, pictures, videos and
audio. This interaction, and the manner in which information is
presented, depends on the varied perspectives and quot;buildingquot;
of shared meaning among communities, as people share
their stories and experiences.
Source: Wikipedia, January 2009

98.
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

99.
Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

100.
Connecting
Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

101.
Connecting
Accelerating Organizing
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

123.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.

124.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs

125.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)

126.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)

127.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+

128.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.

129.
Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.
• Most (76%) blog to document their personal experiences while
64% blog to share practical knowledge or skills with others.

131.
Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).

132.
Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:

133.
Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”

134.
Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”

135.
Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”
• “Who/what inspired you?”

149.
Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?

150.
Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?

151.
Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?
• Is social media right for your organization? Do you
want to dialogue with your publics? Are you in it for
the long-haul? Can you maintain it? Can social
media complement your other communication
strategies?

152.
Source: Modiﬁed from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool